Management and Marketing - Research Publications

Permanent URI for this collection

http://hdl.handle.net/11343/405

Filters

2021 2
Reset filters

Settings
Statistics
Citations
Author: Bove, Liliana × Author: Lei, Jing × Start date: 2006 × Type: Journal Article ×

Search Results

Now showing 1 - 2 of 2
  • Item
    Thumbnail Image
    The effect of ending disclosure on the persuasiveness of narrative PSAs
    Orazi, DC ; Lei, J ; Bove, LL (Elsevier BV, 2021-04)
    Cautionary stories in which misbehavior results in negative outcomes are often used in public service announcements (PSAs) to promote behavioral change. These cautionary stories can either disclose or withhold their endings and the associated negative outcomes for the characters involved. In four experiments, we show that disclosing (vs. withholding) a story’s ending increases persuasion due to greater counterfactual thinking about alternative actions that could have prevented the negative outcomes. Integrating these findings within the Transportation-Imagery Model of narrative persuasion, we also show how dispositional levels of need for cognitive closure can amplify the effect of ending disclosure in a PSA. Our findings have important implications for both marketing communicators and policy makers who seek to improve the effectiveness of PSAs.
  • Item
    Thumbnail Image
    What kind of donor are you? Uncovering complexity in donor identity
    Bove, L ; Chmielewski, D ; Neville, BA ; Lei, J ; Nagpal, A (Wiley, 2021-01-01)
    Identity is a useful lens to understand donation behavior. However, studies have typically conceptualized and examined donor identity as a generic, unidimensional concept. Through in‐depth interviews with 52 blood donors, this study sets out to discover if there is more complexity to donor identity, and what implications this might have for marketing communications, in the context of donation of the self (e.g., blood, organs, time, and effort). We use sentiment polarity and amplification analysis of inductive themes to uncover distinct patterns reflective of four different donor identities. We label these the Savior, Communitarian, Pragmatist, and Elitist, which are underpinned by theories of gift‐giving, sharing, pragmatism, and signaling, respectively. The typology offers a theory‐building mechanism to anticipate the effects of marketing stimuli on donation behavior. We conclude by presenting four theoretical propositions, for which we provide preliminary empirical evidence. The survey data is suggestive of action readiness for donation behavior when a marketing communication message is aligned with its intended donor identity.